Here we summarize the key points and highlights of the meeting.
Storytelling
In a thought-provoking introduction to the storytelling theme, Dr. Angus Fletcher, PhD (Professor of Story Science at Ohio State University’s Project Narrative and a scholar of neuroscience, literature, and AI) suggested that medical communications professionals cannot solve the problem of information overload with more or better information. We need to share the information in a more compelling manner through effective storytelling.
Effective data communication is key to effective storytelling, and Bill Shander (Beehive Media) explained how we need to focus on the importance of data literacy. He stressed the importance of contextualizing numbers, understanding the data proficiency of the audience, and choosing appropriate data visualization techniques. Summarizing, he explained that the key is to align visuals with communication goals and to prioritize readability by removing unnecessary elements from charts— it’s not just about aesthetics.
Debunking neuromyths: a neuroscience-based approach for more effective storytelling
Emily from CMC Affinity, alongside her co-presenters, led an enlightening presentation on neuromyths and how to ensure the information we want to get across to the audience really hits home.
When developing publications, plain language summaries, or digital enhancements, we need ensure the purpose of these materials to educate and inform the audience is at the forefront of our minds to avoid falling into neuromyths. People can’t be categorized simply into “left or right brain types” or “visual, auditory, or kinesthetic learners.” The brain is an intricately complex organ that uses all forms of available input and how people learn is correspondingly complex.
Learning is not forgetting. We can help people learn through:
- Telling a story
- Repetition
- Encouraging our audience to think about their thinking (metacognition)
- Removing extraneous information to reduce cognitive load
- Clear layout with easy-to-read text
- Signposting your main message at the start to help people recognize and understand the overall message
Artificial intelligence (AI)
Unsurprisingly there were numerous sessions on Artificial Intelligence (AI), including one from the ISMPP Artificial Intelligence Task Force which has additional materials on the ISMPP website.
Recurring key themes across the AI sessions included:
Myths: GenAI will take my medical writing job; GenAI can’t be trusted due to bias and “hallucinations”; only those with deep technical expertise can craft the perfect prompt to achieve desired outcomes with AI.
Barriers: Confidence in how to use AI; lack of materials for effective prompting; time to develop an effective prompt; lack of trust in the output; lack of consensus in guidance for use.
Enablers: AI can act as a catalyst in medical writing such as plain language summaries; best practice sharing and testing different AI tools with public information is important to increase confidence; communicate AI use to all stakeholders to ensure the use of AI is appropriate for any given client, publication, or project.
Describing the use of AI today is like describing the use of electricity to a pre-industrial world — it will power countless aspects of the world around us. We might currently be where the novelty has worn off and difficult conversations ensue around actually using it day to day.
Publisher insights: integrating essential trends into your publication planning
This session, moderated by Kelly Soldavin, Senior Editor of Taylor and Francis Group, covered several key topics related to the development and impact of journal content, challenges for authors, diversity and accessibility in publishing, and best practices for working with publishers.
The discussion emphasized the importance of transparency, clear communication, and proactive engagement in the publishing process to foster a more diverse, accessible, and effective publishing ecosystem.
When choosing publication extenders and secondary publications, authors should consider audience, budget, timelines, geographic location, and quality. When working with publishers, authors should ensure they clearly communicate their needs, understand the specific requirements of the journals to which they are submitting, and considerpre-submission queries to determine appropriateness for a given journal.
